Antarctica: CATRACA DA BOA

Credits & Description:

Type of entry: Use of Promo & Activation

Category: Best Use of Ambient in a Promotional Campaign

Advertiser: AMBEV

Product/Service: ANTARCTICA

Agency: ALMAPBBDO São Paulo, BRAZIL



Copywriter: Pedro Paes (AlmapBBDO)

Art Director: Tiago Pinho (AlmapBBDO)

Creative Director: Bruno Prosperi (AlmapBBDO)

Creative Director: Renato Simões (AlmapBBDO)

Creative Director: Andre Kassu (AlmapBBDO)

Creative Director: Marcos Medeiros (AlmapBBDO)

Executive Creative Director: Luiz Sanches (AlmapBBDO)

Chief Creative Officer: Marcello Serpa (AlmapBBDO)



Describe the brief from the client

During the Carnival in Rio de Janeiro, the high consumption of alcoholic drinks is the main factor responsible for the increase in traffic accidents. Drunk drivers are directly involved in the increase of 50% of fatal accidents during this time of the year.

Antarctica’s objective, the most consumed beer brand and sponsor of the event, was to make its consumers arrive safely at home after drinking.







Promotion Development





We developed The Beer Turnstile. A new underground turnstile for which the ticket was an empty Antarctica beer can. Via optical reading, the can was scanned and the passage freed. The person just needed to save the last beer can and use it to get home safely.









Results





The population promptly participated in the action and The Beer Turnstile had more than 1,000 users per hour. A number 86% higher than in other turnstiles during that day. About 200,000 people were directly impacted at the station and more than 3m on social networks. $1.7m generated in spontaneous media: the Beer Turnstile became news on TV and print, which discussed the brand’s role in educating the population. The collected beer cans were donated to a recycling NGO, totalling 150kg. And the most important result: according to official data, 43% fewer drivers were caught drunk driving.









Relevancy to Product/Service





Antarctica beer brought to its consumers an effective idea of responsible alcohol consumption, different from traditional TV campaigns and brochures. The Beer Turnstile made consumers who had had a drink use public transport without paying anything else for it, giving them the opportunity to go back home safely. A new experience between the consumer and the brand that generated engagement of thousands of people for the responsible alcohol consumption cause.